eSky boosts installs by 30% and active users by 20% thanks to MobileAction

eSky Group is a Polish-based leading online travel agency in Central and Eastern Europe. The performance marketing team is responsible for scaling app user acquisition and monetization across numerous markets, each with unique seasonal trends and competitive dynamics. Marcin Kobylec, Head of App and Marketing Automation at eSky, shared how MobileAction helped them overcome operational setbacks and regain growth momentum.

The challenge

As eSky’s campaign scale and complexity grew, the team needed more advanced automation to keep up. Marcin explained, “Not having a sufficiently advanced automation system presented a challenge – too many decisions were made manually, which slowed our response to performance changes and impacted efficiency.” 

At the same time, rising media costs and the increasing need to coordinate across multiple markets and languages required more thoughtful budget allocation and prioritization.

The solution

eSky partnered with MobileAction to enhance their Apple Ads strategy with data and automations. They started utilizing SearchAds.com by MobileAction and Market Intelligence, and also benefited from continuous strategic support.

Within SearchAds.com, the team applied clear campaign segmentation, utilizing labels such as brand, non-brand, discovery, exact match, and standardized keyword, and campaign reporting. They also used real-time alerts to quickly detect anomalies in cost and conversion performance. Custom reports tailored to eSky’s KPIs reduced reporting time and helped align internal stakeholders.

Market Intelligence was another key to scaling. eSky analyzed destination seasonality and competitor benchmarks to better plan spend and react to market shifts early.

Marcin also emphasized the support from the MobileAction team, noting that onboarding and strategic sessions helped identify critical keywords, understand algorithmic changes, and shape a testing roadmap. 

“MobileAction gave us market transparency and the tools to systematize and accelerate our work. We started iterating faster and growing faster,” said Marcin.

“MobileAction has become a source of truth for our paid and organic data. The dashboards, alerts, and flexible reporting give us everything we need to move quickly and confidently. It’s like having an extra member on our app growth team.”

Marcin Kobylec

Head of App and Marketing Automation

The result

MobileAction’s solutions delivered measurable improvements in both performance and scale.

• +30% year-over-year increase in app installs through stronger campaign structure
• +20% MAU by acquiring higher-quality users and enhancing retention
• 2 workdays saved weekly thanks to automated reporting and fewer manual tasks
  

Additionally, eSky’s clearer prioritization led to improved organic visibility and healthier media budget allocation across markets. Looking ahead, eSky plans to extend its rules and automation to additional markets and channels, aiming to shorten the time-to-action.